Veev

Last updated
VEEV
VEEV One and VEEV Now.jpg
VEEV One (top) and VEEV Now (bottom)
Product type Electronic cigarette
Owner Philip Morris International
Introduced2020
Related brands Iqos
MarketsWorldwide
Website www.veev-vape.com

Veev (stylised as VEEV) is a brand of electronic cigarettes (e-vapor products) manufactured by Philip Morris International (PMI). The Veev originated as an element of the broader Iqos portfolio, under the name Mesh. The reworked product under the Veev brand was gradually rolled out from 2020 onwards. It currently consists of a disposable product named Veev Now and a reusable product named Veev One. [1]

Contents

History

Philip Morris International announced in November 2013 its intention to enter the electronic cigarette market by developing its own technology. [2] It also acquired the UK's largest e-cigarette manufacturer Nicocigs in 2014, which owned the 'Nicolites' and 'Vivid' brands: these products were distributed by PMI's UK affiliate until 2019. [2] [3] In 2015, PMI also entered into an agreement with Altria to distribute its "MarkTen" e-cigarettes, which PMI renamed "Solaris", in Spain and Israel. [2] Sales were discontinued in 2020. [2]

IQOS Veev (left) and IQOS Mesh (right) Veev and Mesh.jpg
IQOS Veev (left) and IQOS Mesh (right)

In 2016, PMI launched its first internally developed e-cigarette at an event held in Neuchâtel, Switzerland, [4] under the name IQOS Mesh, under the branding of the company's Iqos line of heated tobacco products. It launched in some British cities as part of a test phase before undergoing wider distribution nationwide in Britain from 2018. [2] The Veev name was used for the nicotine e0liquid capsules for use with the Mesh device. [5] In 2019, PMI CEO André Calantzopoulo announced the imminent international launch of a new generation of Philip Morris e-cigarettes. [2] The Mesh was withdrawn from the UK market in April 2020 [6] and PMI created the Veev brand (marketed as Iqos Veev in some countries) to replace it. [2] The international launch of Veev was severely impacted by the Covid-19 pandemic. [7]

Veev e-cigarettes were first available in September 2020 in New Zealand, later rolling out to 10 other countries including Italy where they had captured 20% of the local e-cigarette market by the second quarter of 2022. [2] [8] In 2022, PMI launched Veeba, a disposable e-cigarette, in Canada, followed by the UK. [8] [9] During 2023 as part of its worldwide expansion, the Veeba device was rebranded to Veev Now, while the reusable device became known as Veev One. [1] [10]

Controversies

The portfolio of Veev products is marketed by PMI as an alternative to cigarettes to help adult smokers switch to smoke-free alternatives, along with heated tobacco (Iqos) and oral smokeless (Zyn) products in PMI's portfolio of smoke-free products. [11] [12] However, several authors have questioned Philip Morris International's commitment to helping smokers switch to its alternative devices: in March 2022, Professor Robert K. Jackler of Stanford University School of Medicine stated: "It seems clear that PMI's Smoke Free Future campaign is not focused upon smoking cessation, but rather legitimizing and promoting alternative nicotine delivery systems, such as its Iqos heated tobacco and their e-cigarette." [13]

In August 2022 PMI was criticized for a program in Australia, where e-cigarettes can only be sold with prescriptions in pharmacies, proposing to pay pharmacists to share Veev-branded scripts with patients. [14] The company confirmed that "the program never commenced". [15]

Related Research Articles

<span class="mw-page-title-main">Altria</span> American tobacco corporation

Altria Group, Inc. is an American corporation and one of the world's largest producers and marketers of tobacco, cigarettes, and medical products in the treatment of illnesses caused by tobacco. It operates worldwide and is headquartered in Henrico County, Virginia, just outside the city of Richmond.

<span class="mw-page-title-main">Big Tobacco</span> Collective term for the largest global tobacco companies

Big Tobacco is a name used to refer to the largest companies in the tobacco industry. According to the World Medical Journal, the five largest tobacco companies are: Philip Morris International, Japan Tobacco, British American Tobacco, Imperial Brands, and China Tobacco. These companies have substantial power economically, with revenues matching some small countries. These companies are well known for lobbying governments, advocating for looser restrictions and lower taxes.

<span class="mw-page-title-main">Philip Morris International</span> U.S.A. multinational tobacco company

Philip Morris International Inc. (PMI) is an American multinational tobacco company, with products sold in over 180 countries. The most recognized and best selling product of the company is Marlboro; its other major cigarette brands include L&M and Chesterfield. Philip Morris International is often referred to as one of the companies comprising Big Tobacco.

<span class="mw-page-title-main">Next (cigarette)</span> Brand of cigarettes

Next is a brand of cigarettes, currently owned and manufactured by Philip Morris International. The original acronym for Next was a reference to "nicotine extracted".

<span class="mw-page-title-main">Electronic cigarette</span> Device that vaporizes a liquid nicotine solution for inhalation

An electronic cigarette (e-cigarette), or vape, is a device that simulates tobacco smoking. It consists of an atomizer, a power source such as a battery, and a container such as a cartridge or tank. Instead of smoke, the user inhales vapor. As such, using an e-cigarette is often called "vaping". The atomizer is a heating element that vaporizes a liquid solution called e-liquid, which quickly cools into an aerosol of tiny droplets, vapor and air. The vapor mainly comprises propylene glycol and/or glycerin, usually with nicotine and flavoring. Its exact composition varies, and depends on several things including user behavior.

The Involve Foundation is a UK based charity "working with governments, parliaments, civil society, academics and members of the public to create, advocate for and deliver new forms of public participation", like, for example, citizens' assemblies. Its headquarters are in Bethnal Green in Central London, and it has offices in Scotland and Northern Ireland.

<span class="mw-page-title-main">Blu (electronic cigarette)</span> Electronic cigarette brand

Blu is an electronic cigarette brand, produced by Fontem Ventures based in Amsterdam and owned by British tobacco company Imperial Brands. The brand Blu sells various types of rechargeable and disposable e-cigarettes with a wide selection of flavored and unflavored liquids. Its products are available in many countries and each market offers different types of products suited to public demand and opportunities.

The scientific community in the United States and Europe are primarily concerned with the possible effect of electronic cigarette use on public health. There is concern among public health experts that e-cigarettes could renormalize smoking, weaken measures to control tobacco, and serve as a gateway for smoking among youth. The public health community is divided over whether to support e-cigarettes, because their safety and efficacy for quitting smoking is unclear. Many in the public health community acknowledge the potential for their quitting smoking and decreasing harm benefits, but there remains a concern over their long-term safety and potential for a new era of users to get addicted to nicotine and then tobacco. There is concern among tobacco control academics and advocates that prevalent universal vaping "will bring its own distinct but as yet unknown health risks in the same way tobacco smoking did, as a result of chronic exposure", among other things.

<span class="mw-page-title-main">Juul</span> American electronic cigarette manufacturer

Juul Labs, Inc. is an American electronic cigarette company that spun off from Pax Labs in 2017. The Juul electronic cigarette atomizes nicotine salts derived from tobacco supplied by one-time use cartridges.

<span class="mw-page-title-main">Ploom</span> Brand of heated tobacco and e-cigarette products

Ploom is a brand of tobacco heating devices that integrates aspects of both traditional and electronic cigarettes. The device employs a technology that heats tobacco without combustion. It is marketed by Japan Tobacco Inc. (JTI).

NJOY, LLC is an American company that manufactures and distributes electronic cigarettes and vaping products. The company has been under wholly ownership of Altria Group since 2023.

A heated tobacco product (HTP) is a tobacco product that heats the tobacco at a lower temperature than conventional cigarettes. These products contain nicotine, which is a highly addictive chemical. The heat generates an aerosol or smoke to be inhaled from the tobacco, which contains nicotine and other chemicals. HTPs may also contain additives not found in tobacco, including flavoring chemicals. HTPs generally heat tobacco to temperatures under 600 °C (1100 °F), a lower temperature than conventional cigarettes.

<span class="mw-page-title-main">Iqos</span> Heated tobacco products by Philip Morris International

Iqos is a line of heated tobacco products designed to be used with tobacco and zero-tobacco nicotine-containing consumables. They are manufactured by Philip Morris International (PMI). The brand was first introduced in November 2014 in Japan and Italy. At the end of 2023, smoke-free products made up nearly 40% of PMI's total net revenue and gross profit, with Iqos surpassing Marlboro in terms of net revenue.

The Foundation for a Smoke-Free World is an organization focused on smoking harm reduction founded in 2017. In May 2024, it changed its name to Global Action to End Smoking. The World Health Organization (WHO) urged not to collaborate with this front organization of the tobacco industry. Stanford University School of Medicine's extensive research has also exposed PMI's claims to move away from cigarettes and become 'smoke-free' as propaganda.

The composition of the emissions generated from heated tobacco products are generally lower than that found in cigarette smoke. This is due to the comparatively low temperatures, the filter systems, and physical design. The composition of what is produced is complex. The main toxicants found in the emissions of cigarette smoke are also found in the emissions of these products in varying concentrations. The aerosol generated contains levels of nicotine and cancer-causing chemicals that are comparable to regular cigarettes. The emissions contained 84% of the nicotine found in regular cigarettes.

Electronic cigarettes are marketed to smoking and non-smoking men, women, and children as being safer than cigarettes. In the 2010s, large tobacco businesses accelerated their marketing spending on vape products, similar to the strategies traditional cigarette companies used in the 1950s and 1960s.

Nicotine salts are salts formed from nicotine and an acid. They are found naturally in tobacco leaves. Various acids can be used, leading to different conjugate bases paired with the ammonium form of nicotine.

<span class="mw-page-title-main">Zyn</span> Nicotine pouch brand

Zyn is a Swedish brand of nicotine pouches. Zyn pouches are designed to be placed between the gums and lip, allowing nicotine to be absorbed into the bloodstream through the soft tissue. They are available in several variants with different nicotine strengths and flavours. While often compared to snus, nicotine pouches do not contain any tobacco, but remain addictive due to their nicotine content.

<span class="mw-page-title-main">Philip Morris Ukraine</span>

Philip Morris Ukraine is a Ukrainian subsidiary of the American tobacco corporation Philip Morris International, with a product portfolio consisting of cigarettes and smoke-free products.

References

  1. 1 2 Jason Tian (2023-05-29). "Are Philip Morris' Disposable Product VEEBA Selling Without Publishing by the MHRA?". 2firsts.com.
  2. 1 2 3 4 5 6 7 8 "E-cigarettes: Philip Morris International". TobaccoTactics. 2022-12-15.
  3. Ese Erheriene (2014-06-26). "Philip Morris Strikes U.K. E-Cigarette Deal". Wall Street Journal. ISSN   0099-9660.
  4. "IQOS MESH | PMI - Philip Morris International". web.archive.org. 2019-05-29. Retrieved 2025-01-18.
  5. "IQOS 2018: A Year in Review | IQOS UK". web.archive.org. 2022-07-07. Retrieved 2025-01-18.
  6. LaSarre, Devin (2022-08-07). "Philip Morris International $PM: Analysis, Valuation, and Pricing, Comprehensive, 2022". Invariant. Retrieved 2024-01-11.
  7. "Newer Nicotine and Tobacco Products: Philip Morris International". TobaccoTactics. 2023-02-09.
  8. 1 2 Librarian Capital (2023-02-10). "Philip Morris: Solid Q4, Multiple Growth Drivers For 2023 Onwards". SeekingAlpha.
  9. Stefanie Rossel (2022-10-03). "Poised for Growth". TobaccoReporter.
  10. "What is the new VEEV NOW Disposable Vaping Device?". IQOS. Retrieved 2025-01-19.
  11. "PMI to Launch IQOS VEEV in Several Markets Throughout The Year". Vaping Post. 2021-03-23.
  12. Keren Lentschner (2022-06-19). "Philip Morris s'invite sur le marché de la vape". Le Figaro (in French).
  13. Robert K. Jackler (2022-03-02). "Propaganda Crusades by Philip Morris International & Altria: "Smoke-Free Future" & "Moving Beyond Smoke" Campaigns" (PDF). Stanford University School of Medicine.
  14. Cait Kelly (2022-08-04). "Tobacco giant's cash for vapes scheme paused after backlash from Australian health experts". The Guardian.
  15. Tim Elliott (2023-06-17). "'It's a joke': Why young vaping addicts say regulations won't work". The Sydney Morning Herald.